ITV concedes Daybreak disappointment
ITV’s flagship morning magazine show, Daybreak, has been a flop as show clocked up just 800,000 viewers, around 100,000 less viewers than its predecessor GMTV.
Presenters Adrian Chiles and Christine Bleakley were head hunted from BBC rival The One Show to front the transmission, but have failed to spark the same chemistry on set at the commercial broadcaster.
ITV admitted that the show has “not performed as we would have hoped” with Daybreak being watched by half as many people as BBC Breakfast, which has gained 300,000 viewers to reach 1.6m homes.
Adam Crozier, ITV’s chief executive, promised to stick with the format saying: “Clearly it has had a difficult introduction but the numbers have now settled down. It is bringing in a younger audience and the programme has got a lot better over the last few months. The key thing is to keep investing.”